Tagline
You+Waterloo is the audience-focused umbrella tagline. We use it wherever possible in campaign marketing and communications to align our brand expression.
In design, typeset the tagline in uppercase, left-aligned Bureau Grotesque Condensed Bold.
Verbally, the plus symbol can be interpreted as "plus" or "and" to read: "You plus Waterloo" or "You and Waterloo".
Visual elements
Hexagon
The hexagon is an important element in You+Waterloo communications. By using it consistently, we establish continuity across all stories.
Symbolically, the hexagon represents the six Faculties and the interdisciplinarity that occurs between them. It also stands for community and the collaboration between Waterloo and our partners.
The interconnected pattern of multiple hexagons forms a highly stable structure, symbolizing the power of interdisciplinarity and relationships. Likewise, tying into the honeycomb of the beehive, the hexagon signals collaboration and the impact of those who are not just thinkers, but also doers, changemakers and problem-solvers.
Using the hexagon
The strongest element of a design system is often invisible. Our foundation is an infinitely scalable grid that you can use to create hexagons in three different but consistent ways:
- Partial hexagon
- Patterned hexagon
- Solid hexagon
In all three variations, the hexagon is designed with the peak up. The colour is always yellow unless it’s being used in a Faculty-specific piece.
Partial hexagon
We incorporate the partial hexagon into design in a variety of consistent ways, always with the peak up. In some places it serves as a frame for images of boundary-pushing research, while in others it creates unique angles, perspectives and layers to convey connection.
There are a number of ways to crop the hexagon as long as you follow the grid. Below are a few examples.
Patterned hexagon
The patterned hexagon reinforces themes of evolution and connection with linework that evokes networks, movement and adaptation. Using the grid allows for a variety of design possibilities, while ensuring angles and shapes are visually consistent.
Use the patterned hexagons supplied in the brand campaign kit. The stroke weight is designed to work in various sizes and should not be altered.
Solid hexagon
The solid hexagon is another way to use the shape as a window or frame for imagery that depicts Waterloo people and stories. We always use the same angles and orientation to maintain consistency.
Photography
When using photography for telling stories, there are four different approaches you can take:
- People
- Impact
- Invention
- Generative art
The examples below show how these four approaches can be used to convey different angles of the same story.
People
Invention
Impact
Generative art
You+Waterloo in action
Below are examples of how You+Waterloo will be integrated into the University’s marketing initiatives:
Interactive display advertising.
Co-op employer advertising.
Sample student brochure. Print pieces allow for bold text treatments and use of the hexagon while maintaining consistency with established campaign elements.
Exterior graphics. With larger branded installations, you may have the opportunity to bring multiple campaign elements together, including different styles of imagery, messaging and hexagon types.
